Chapter 7Copyright ©2010 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire,...

Chapter 7 Copyright ©2010 Cengage Learning Inc. All rights reserved 1

MKTG

Designed byAmy McGuire, B-books, Ltd.

Prepared byDana Freeman, B-books, Ltd.

Lamb, Hair, McDaniel 2009-2010

7CHAPTERSegmenting and Targeting Markets


Learning Outcomes

Describe the characteristics of markets and market segments

Explain the importance of market segmentation

Discuss criteria for successful market segmentation

Describe the bases commonly used to segment consumer markets

Describe the bases for segmenting business markets

LO1

LO2

LO3

LO4

LO5


Learning Outcomes

List the steps involved in segmenting markets

Discuss alternative strategies for selecting target markets

Explain one-to-one marketing

Explain how and why firms implement positioning strategies and how product differentiation plays a role

LO6

LO7

LO8

LO9


Describe the characteristics of markets and

market segments

Market SegmentationMarket SegmentationLO1


LO1

A Market Is...

1) people or organizations with

2) needs or wants, and with

3) the ability and

4) the willingness to buy.

A group of people that lacks any one of these characteristics is not a market.


Market Segmentation(OLCHS Café Example)

LO1

Market (n.)Market (n.)

MarketSegment (n.)

MarketSegment (n.)

MarketSegmentation (v.)

MarketSegmentation (v.)

People or organizations with needs or wants and the ability and willingness to buy.

People or organizations with needs or wants and the ability and willingness to buy.

A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.

A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.

The process of dividing a market into meaningful, relatively similar, identifiable segments or groups.

The process of dividing a market into meaningful, relatively similar, identifiable segments or groups.


The Concept of Market Segmentation

LO1


Explain the importance

of market segmentation

The Importance of Market SegmentationThe Importance of Market SegmentationLO2


The Importance of Market Segmentation

LO2

Markets have a variety of product needs and preferences

Marketers can better define customer needs

Decision makers can define objectives and allocate resources more accurately


REVIEW LEARNING OUTCOMELO2

The Importance of Market Segmentation

Marketsegmentation

More precise definition of customers needs and wants

More accurate marketing objectives

Improved resource allocation

Better marketing results


Discuss criteria for successful market

segmentation

Criteria for Successful SegmentationCriteria for Successful SegmentationLO3


Criteria for Segmentation

LO3

Substantiality

Identifiabilityand Measurability

Accessibility

Responsiveness

Segment must be large enough to warrant a special marketing mix.

Segments must be identifiable and their size measurable.

Members of targeted segments must be reachable with marketing mix.

Unless segment responds to a marketing mix differently, no separate

treatment is needed (boys and girls with conditioner)



Usefulsegment?

Substantial Identifiable and measurable Accessible Responsive

Then, yes: Useful segmentation scheme

Successful Market Segmentation


Describe the bases commonly used

to segment consumer markets

Bases for Segmenting Bases for Segmenting Consumer MarketsConsumer Markets

LO4


LO4

Bases for Segmenting Consumer Markets

SegmentationBases

SegmentationBases

Characteristics of individuals,

groups, or organizations used

to divide a total market into

segments. (variables)

Chapter 7 Copyright ©2010Cengage Learning Inc. All rights reserved 16

Bases for SegmentationLO4

Usage RateUsage Rate

Benefits SoughtBenefits Sought

PsychographicsPsychographics

DemographicsDemographics

GeographyGeography


Geographic Segmentation

LO4

Region of the country or world

Market size

Market density

Climate


Benefits of Regional Segmentation

New ways to generate sales in sluggish and competitive markets

Scanner data allow assessment of best selling brands in region

Regional brands appeal to

local preferences Quicker reaction to

competition

LO4


Demographic Segmentation

LO4

AgeAge

GenderGender

IncomeIncome

Ethnic backgroundEthnic background

Family life cycleFamily life cycle


Ethnic Segmentation

LO4

Largest ethnic markets are: Hispanic Americans African Americans Asian Americans

Will comprise 1/3 of U.S. population by 2010 with buying power of $1 trillion annually


Family Life Cycle

LO4

Age

MaritalStatus Children


Family Life Cycle

LO4


Psychographic Segmentation

LO4

PsychographicSegmentation

PsychographicSegmentation

Market segmentation on the basis

of personality, motives, lifestyles,

and geodemographics. (beer vs.

wine)


Bases for Psychographic Segmentation

LO4

PersonalityPersonality

MotivesMotives

LifestylesLifestyles

GeodemographicsGeodemographics

Online

http://www.marthastewart.com http://www.goodhousekeeping.com


Lifestyle Segmentation

LO4

How time is spent Importance of things around them Beliefs Socioeconomic

characteristics


Geodemographic Segmentation

LO4

Segmenting potential customers into neighborhood lifestyle categories.

Combines geographic, demographic, and lifestyle segmentation.

Segmenting potential customers into neighborhood lifestyle categories.

Combines geographic, demographic, and lifestyle segmentation.

GeodemographicSegmentation

GeodemographicSegmentation


Benefit Segmentation

LO4

The process of grouping

customers into market segments

according to the benefits they

seek from the product. (Michigan

cottage)





LO4

Usage-RateSegmentation

Usage-RateSegmentation

Dividing a market by the amount

of product bought or consumed.

Dividing a market by the amount

of product bought or consumed.

80/20Principle

80/20Principle

A principle holding that 20

percent of all customers generate

80 percent of the demand.

A principle holding that 20

percent of all customers generate

80 percent of the demand.



Bases for Segmenting Consumer Markets

Geography Demographics Psychographics Benefits Usage Rate

• Climate• Geodemo-

graphics

• Benefitssought

• Heavy

• Region• Market size• Market density

• Age• Gender• Income• Race/ethnicity• Family life cycle

• Personality• Motives• Lifestyle

• Former• Potential• 1st time• Light or irregular• Medium


Economic Crisis and Shifting Targets

LO4B

eyond

the

Book

In an economy with a depressed housing market and equity losses, many boomers now face an uncertain retirement income and must reprioritize their spending.

A recent survey revealed that boomers are likely to cut spending on clothing, personal care, home furnishings, and travel, so companies in those sectors may need to shift their focus to a target demographic segment with better growth prospects.

Source: David Court, The Downturn’s new rules for marketers,” mckinseyquarterly.com, December 2008.

The high spending rates of the baby boom generation have made them a sought-after and profitable customer segment in the U.S., Japan, and Western Europe. But boomers were often borrowing against the “wealth effect” of real estate appreciation and the equity gains from retirement accounts.


Describe the bases for segmenting

business markets

Bases for Segmenting Bases for Segmenting Business MarketsBusiness Markets

LO5


Bases for Segmenting Business Markets

LO5

CompanyCharacteristics

CompanyCharacteristics

BuyingProcesses

BuyingProcesses

ProducersProducers

ResellersResellers

GovernmentGovernment

InstitutionsInstitutions


Bases for Segmenting Business Markets

LO5

Company Characteristics

Geographic location

Type of company

Company size

Volume of purchase

Product use


Buyer CharacteristicsLO5

SatisficersSatisficersBusiness customers who place an order

with the first familiar supplier to satisfy

product and delivery requirements.

Business customers who place an order

with the first familiar supplier to satisfy

product and delivery requirements.

OptimizersOptimizersBusiness customers who consider

numerous suppliers, both familiar and

unfamiliar, solicit bids, and study all

proposals carefully before selecting one.

Business customers who consider

numerous suppliers, both familiar and

unfamiliar, solicit bids, and study all

proposals carefully before selecting one.


Buyer CharacteristicsLO5

Demographic characteristicsDemographic characteristics

Decision styleDecision style

Tolerance for riskTolerance for risk

Confidence levelConfidence level

Job responsibilitiesJob responsibilities



Segmenting Business Markets

Producers Resellers

InstitutionsGovernments

Buying Process

Company Characteristics


List the steps involved in segmenting

markets

Steps in Segmenting Steps in Segmenting a Marketa Market

LO6



Steps in Segmenting Markets

Select a market

for study

Choosebases

for segmen-

tation

Selectdescriptors

Profileand

analyzesegments

Selecttarget

markets

Design,implement,

maintainmarketing

mix

1 2 3 4 5 6

Note that steps 5 and 6 are actually marketing activities that follow market segmentation (steps 1 through 4).


Discuss alternative strategies for

selecting target markets

Strategies for Selecting Strategies for Selecting Target MarketsTarget Markets

LO7


Strategies for Selecting Target Markets

LO7

TargetMarketTargetMarket

A group of people or

organizations for which an

organization designs,

implements, and maintains a

marketing mix intended to

meet the needs of that group,

resulting in mutually

satisfying exchanges.


Strategies for Selecting Target Markets

LO7

ConcentratedStrategy

UndifferentiatedStrategy

MultisegmentStrategy


Undifferentiated Targeting Strategy

LO7

UndifferentiatedTargetingStrategy

UndifferentiatedTargetingStrategy

A marketing approach that

views the market as one big

market with no individual

segments and thus

requires a single

marketing mix.


LO7

UndifferentiatedStrategy

Advantage:

Potential savings on production and marketing costs

Disadvantages:

Unimaginative product offerings

Company more susceptible to competition

Undifferentiated Targeting Strategy


Concentrated Targeting Strategy

LO7

ConcentratedTargeting Strategy

A strategy used to select one

segment of a market for

targeting marketing efforts.

NicheOne segment of

a market. (Twilight books)


LO7

ConcentratedStrategy

Advantage:

Concentration of resources Meets narrowly defined segment Small firms can compete Strong positioning

Disadvantages:

Segments too small, or changing Large competitors may

market to niche segment

Concentrated Targeting Strategy


MultisegmentTargeting Strategy

LO7

MultisegmentTargetingStrategy

A strategy that chooses

two or more well-defined

market segments and

develops a distinct

marketing

mix for each.


Multisegment TargetingB

eyond

the

Book

designer print or no print, cushioned or non-cushioned, scented or unscented, economy priced or luxury priced, and single, double, or triple roll. Fort Howard Corporation, the market share leader in industrial toilet paper, does not even sell to the consumer market.

{Standard Tissue} You might think a firm producing a standard product like toilet tissue would adopt an undifferentiated strategy. However, this market has industrial segments and consumer segments. Industrial buyers want an economical, single-ply product sold in boxes of a hundred rolls. The consumer market demands a more versatile product in smaller quantities. Within the consumer market, the product is differentiated with

LO7


LO7

MultisegmentStrategy

Advantage:

Greater financial success

Economies of scale

Disadvantages:

High costs

Cannibalization

MultisegmentTargeting Strategy


Costs of Multisegment Targeting

LO7

Product design costs

Production costs

Promotion costs

Inventory costs

Marketing research costs

Management costs

Cannibalization MultisegmentStrategy


Cannibalization

LO7

Situation that occurs when

sales of a new product cut into

sales of a firm’s existing

products. (Starbucks)

CannibalizationCannibalization



Alternatives for Selecting Target Markets

Undifferentiated Multisegment Concentrated


Explain one-to-one marketing

One-to-One MarketingOne-to-One MarketingLO8


One-to-One Marketing

LO8

One-to-OneMarketing (Ritz Carlton)

One-to-OneMarketing (Ritz Carlton)

An individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer.



LO8

Information-IntensiveInformation-Intensive

Long-TermLong-Term

One-to-OneMarketing is...One-to-One

Marketing is...

IndividualizedIndividualized Cost ReductionCost Reduction

Has a Goal of…Has a Goal of…

Customer LoyaltyCustomer Loyalty

Increased RevenueIncreased Revenue

PersonalizedPersonalized

Customer RetentionCustomer Retention



LO8

One-size-fits all marketing no longer effective

Direct and personal marketing will grow to meet needs of busy consumers.

Consumers will be loyal to companies that have earned—and reinforced—their loyalty.

Mass-media approaches will decline as technology allows better customer tracking.

TrendsTrends


Explain how and why firms implement

positioning strategies and how product

differentiation plays a role

PositioningPositioningLO9


LO9

Positioning

Developing a specific

marketing mix to

influence potential

customers’ overall

perception of a brand,

product line, or

organization in

general.


LO9 0.7%Fabric & skin safety on baby clothesIvory Snow

0.1%Tough cleaner, aimed at Hispanic marketAriel

1.0%Outstanding cleaning for baby clothes, safeDreft

1.2%Detergent and fabric softener in liquid formSolo

1.4%Bleach-boosted formula, whiteningOxydol

1.8%Value brandDash

2.2%Stain treatment and stain removalEra

2.6%Sunshine scent and odor-removing formulaGain

2.9%Detergent plus fabric softenerBold

8.2%Tough cleaning, color protectionCheer

31.1%Tough, powerful cleaningTide

MarketShare

PositioningBrand

Positioning of Procter & Gamble

DetergentsLO9


Effective Positioning

LO9

1. Assess the positions occupied by competing products

2. Determine the dimensions underlying these positions

3. Choose a market position where marketing efforts will have the greatest impact


LO9

Product Differentiation

A positioning strategy that some firms use to distinguish their products from those of competitors.

Distinctions can be real or perceived.

Eat Fresh!


A means of displaying or

graphing, in two or more

dimensions, the location of

products, brands, or groups

of products in customers’

minds.

LO9

Perceptual Mapping


AttributeAttribute

Price and QualityPrice and Quality

Use or ApplicationUse or Application

Product UserProduct User

Product ClassProduct Class

CompetitorCompetitor

Emotion (ASPCA)Emotion (ASPCA)LO9

Positioning Bases


Changing consumers’

perceptions of a brand in

relation to competing brands.

LO9

Repositioning



Positioning and Product Differentiation

Chapter 7Copyright ©2010 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire,...

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Transcript of Chapter 7Copyright ©2010 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire,...